Looking @ Data Use In Organizations Through Action Learning
“We are 95% optimal on structured data. Unstructured data is our next big opportunity.”
~ Pervinder Johar, HP, talking about social data as part of supply chain improvements. Conference talk on the impact of the ‘social’ supply chain.
SalesForce built a simple, attractive survey tool into their mobile app for the Dreamforce conference this year.
All of the speakers encouraged conference goers to fill out the survey using the Dreamforce conference app - systematically creating almost “real-time” customer feedback.
Salesforce CEO, Marc Benioff, reported that 130,000 people registered to attend Dreamforce this year. Salesforce collected a mountain of customer feedback even if only 50% downloaded and used the app to give feedback.
In addition to rating the sessions, conference attendees could use the app for tracking their conference agenda, looking at a map of the different locations, chat with other conference goers, get help from Dreamforce staff and more.
Rather than sending every person a separate survey or asking attendees to give feedback on a website, Salesforce included the feedback collection as a natural part of the conference experience.
By building the simple survey into the app, Salesforce has encouraged feedback by making it easy for attendees to quickly rate the conference sessions. All of which helps Salesforce understand how they can improve the conference.
This is a good example of customer feedback collection that is integrated into basic product uses and customer touch-points. The Dreamforce app is a great case-study of a mobile-first app that is a both a useful tool and a simply customer feedback collection engine - all in one place.
I was interested to hear KLM talk about their social media strategy and social media analytics this week at the Dreamforce conference. It was especially interesting to hear about KLM’s plans to tie market research insights to their social media data.
The KLM social media hub manager, Robertjan Groeneveld, walked us through the KLM journey on social - starting with some experimental accounts on Twitter and Facebook that turned into a well-funded communications channel based on what KLM learned in using social channels to help travelers when the ash cloud closed European air space in 2010.
Robertjan talked about metrics like customer service response time, social sentiment and some of the metrics around their successful social campaigns like the KLM Surprise Campaign.
Given KLM receives some 30,000 questions per week on social, their goal response time of less than 60 minutes and an average response time of 23 minutes are impressive figures.
Being a keen advocate of more holistic intelligence, it was great to hear that KLM has a number of projects on their social roadmap to start linking social media intelligence with other areas of insight.
One of their first to-do’s is to link social media analytics with their NPS survey research - bringing social media and market research together. They mentioned including a survey tool in their customer service efforts on social, as well as linking the satisfaction data on customers before and after a customer service interaction on social media.
KLM have already linked social accounts with their loyalty program data, Flying Blue. So they can tie-together social media insights with their loyalty program members data … and vice versa.
Robertjan also talked about plans to link their social customer service data with eCommerce and purchase behavior to get more ROI granularity on social investments.
I’m a keen advocate of bringing together insights channels like social media, analytics, market research, chat and other areas where a company interacts with customers and potential customers. There’s a lot of opportunities for executives and managers to think more holistically about market insights using diverse data sets.
So it was encouraging to see one of the social leaders, KLM, think along the same lines. While it’s a long journey, KLM are clearly focused on a more holistic view of their customers and the flying community at large.